CAMPAIGN:
Vaginas uncensored
WOMEN’S HEALTH IS
SPOKEN ABOUT IN
EUPHEMISM.
THE RESULTS
+10%
Sales
+89%
Positive brand sentiment
230M
People reached
82
Pieces of coverage, Telegraph to Woman’s Hour
THE STORY
The category sells in code, and the platforms punish plain language. Bodyform had something rarer than a message that tests well: a truth its category avoids.
THE CAMPAIGN
FORTY BANNED
WORDS.
Forty words about women’s health the platforms would ban you for using, one for each of Bodyform’s forty years. We said them out loud, then made the country talk about the fact we weren’t allowed to.
